Now, I bet this question was burning in your head right? You want to know how we find new customers.
Now, when I say we, I mean the businesses that I own. This is Marketing for Owners, and then I have my other company, Fire Protection Online which is a full e-commerce business.
We have our own warehouse, our own staff, etc. I started that business from scratch and I used to do all that stuff that my staff now do for me.
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Then I have a couple of other e-commerce sites that do the same thing.
So, these are the ways that we get customers for those businesses. We don’t have any sales staff. Our customers choose to come to us.
Lead Magnets
Lead Magnets are the most important thing — you need to be building an email list. In our Fire Protection Online email list, the last time I looked, we had like 30,000 email subscribers.
On another business email list, we have 11,000 email subscribers. On Marketing for Owners, we have something like 3,000 or so now.
And all of those lists started at zero.
You need a lead magnet– a great offer — something to get people to willing give you their name and email, which gives you permission to email them from time to time.
Here is a couple of quick tips regarding your email newsletter.
Never, ever, ever put “Subscribe to Our Email Newsletter”. Nobody wants a newsletter.
In our Fire Safety protection business, there is not one person on the planet that is going to want “news” about fire buckets, signs, extinguishers and more.
So, what we do is make it sound interesting.
We offer a guide to fire safety on one of our main landing pages. We also offer an article with our top blog posts as a free guide as well.
These are delivered along with other guides for seven days, day after day. It’s a very popular way to gain more subscribers.
Now, you may be thinking, they can get all that stuff on the blog, and you’re right. But they don’t know that. They don’t have time to search 400 articles for something in particular.
Now, once you have subscribers on your email list, you can email them constantly, but we don’t annoy them. Instead, we make it easy for them to unsubscribe through a button at the bottom of the email.
Lead Nurturing
Once we email them, then we lead nurture them. Over time, we give the email subscribers all kinds of great information of the things we know that they want.
We do that because we want to give them all the things that we know they are going to want to know before they ask. We have experience and we love to share with our subscribers all that we know.
Then sometime during the month, we will drop in a link to an offer we have going on.
Now, at Fire Protection Online, we send a weekly email. Each one is completely different from the other. Then this gets repeated with all new content with one of them being a short offer.
The offer might be a product that is on sale, free shipping, or something like that. Then we will send out another email with article tips and then another about a new product on the market.
So that is lead nurturing in a nutshell.
Until these people become your customer, where they buy and buy again, they will spend more than your one time customers.
So we nurture them very carefully and don’t annoy them.
This is the same in Marketing for Owners. We do the same. If you go to MarketingforOwners.com/71 that is our most popular lead magnet on our site.
Then we have a sequence that is going to last about half a year to keep you interested, but it doesn’t try to sell you anything.
Webinars or Live Trainings
People love to learn things so teach them. Use things like Google hangouts, Youtube, GoTo Webinars, it’s a lot easier than you think to set it up and teach someone something new.
If you are not sure how to do it, just go to Youtube or Google and search for how to make a webinar or live training. There is loads of training and teaching out there, all you have to do is look for it.
Facebook and Google Ads
Those work like gangbusters, but not for every business. While they work for blogs, they do not work for ecommerce businesses. They can if done right, but most times they do not.
People do not go to Facebook to buy something. People go to google to look for something and to look for stuff to buy, so Google Adwords can send them to pages with things for sale.
They are very different, but they both work well.
Content Upgrade
This podcast is done every day and takes me about 10 minutes to complete. Then it is uploaded and it is transposed into a blog post on the site and then from that into many different social posts.
It is shared on Twitter, Linkedin, Facebook and more.
And now, we are turning them into interviews that have curated content in the article itself. In fact, we did a fantastic interview the other day with John Jantsch.
If you click on this link and visit, about halfway down the article, you will find a link to download the full transcription of the interview.
That is a content upgrade. Go and have a look and see how it works.
Gated Content
Remember at the beginning of the podcast when I talked about all of the stuff that members only could get? That is gated content. It is content that is on our site, but is only available to members.
It’s free, but it is only available to our members.
This is a way that builds our list and shows our readers how awesome we are. If you go to MarketingforOwners.com/guides, you can see all the loads of guides we offer there. Just click on one and see what happens.
Monday Book Recommendation
This one is going to be quick. I read this one at the end of last year and was one of the best books I read in 2015. I don’t know why I waited so long to read it.
This book is called The Sticking Point by Jay Abraham.
He invented much of what goes on in internet marketing in getting people to sell more online and has garnered around $1 billion dollars in income.
Be sure to check him out and tune in tomorrow for another exciting podcast episode.
Want more book recommendations? Check out our extensive book list that grows each week.
Want to get one of those books for free? Click here for the details.
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